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Carrie Johnson

Vice President, Practice Leader - eBusiness & Channel Strategy serving eBusiness & Channel Strategy PROFESSIONALS

Carrie serves eBusiness & Channel Strategy Professionals and leads a team that helps these professionals in the retail, financial services, travel, and healthcare industries optimize sales and service strategies across channels. Carrie's current research focuses on online and multichannel retailing.

Prior to this position, Carrie spent eight years at Forrester researching the dynamics and growth of online retailing. In this role, she analyzed consumers' adoption of eCommerce, their multichannel behavior, and how retailers optimize sales to those consumers with key technologies and strategies. In this role, Carrie authored many key Forrester reports, including Forrester's annual eCommerce forecast. In addition, since 2002, Carrie has authored or led the research effort for "The State of Retailing Online," a Shop.org survey conducted by Forrester Research.

Previous Work Experience

Carrie's background prior to Forrester includes work at the Harvard Business School, where she wrote case studies on Barnes & Noble, Frontgate, PlanetAll, QVC, Streamline, and TV Guide.

Carrie has appeared on NBC Nightly News, CNBC, and CNNfn to speak about online retail trends and react to various retail news events. She has also been quoted in various newspapers, including The Wall Street Journal, The New York Times, USA Today, and The Boston Globe.


Education

Carrie is a magna cum laude graduate of Bowdoin College.

Research Coverage:

B2C eCommerce, Deloitte, Multichannel Selling Strategies, eCommerce

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8 results in Reports

  • Carrie Johnson
  • Consumer Technographics
  • Customer Intelligence Strategy and Process

  • For eBusiness & Channel Strategy Professionals

    Report:Using Channel Satisfaction Data To Build The Business Case For eBusiness

    Carrie Johnson, Elizabeth DavisMay 26, 2009

    Forrester recently released a report showing the results of a survey of more than 4,500 US consumers and their level of satisfaction with Web, phone, and in-person interactions across 12 different...

    • Downloads: 920

  • For eBusiness & Channel Strategy Professionals

    Report:Tapping Into US Online Auction Buyers

    Understanding Online Auction Buyers And The Role Of The Auction Marketplace

    Carrie JohnsonAugust 13, 2008

    By year-end 2007, 21% of US online consumers had purchased from an online auction in the past 12 months, representing a hefty slice of the eCommerce pie. Young, affluent, and tech-savvy, online...

    • Downloads: 356

  • For eBusiness & Channel Strategy Professionals

    Report:Web Buyers — And Their Expectations — Grow Up

    Experienced Web Buyers Are Becoming The New Mainstream

    Carrie JohnsonMarch 11, 2008

    The online shopper is maturing: Only one in 10 Web buyers has less than one year of online shopping experience, down from one out of five Web buyers in 2005. In fact, today, nearly one-third of Web...

    • Downloads: 610

  • For eBusiness & Channel Strategy Professionals

    Report:Retail Channel Surfers Prefer To Buy Offline

    Understanding Web Buyers' Price Expectations For Retail Shopping Channels

    Carrie JohnsonDecember 19, 2007

    Although the number of technologically inclined Web buyers is steadily increasing, Web buyers still prefer to shop in traditional offline stores, and their spending behavior confirms this — on...

    • Downloads: 523

  • For eBusiness & Channel Strategy Professionals

    Report:Who's Bidding And Selling In Online Auctions?

    Carrie Johnson, Elizabeth DavisAugust 30, 2007

    A look at US adults who are bidding and selling in online auctions.

    • Downloads: 2

  • For eBusiness & Channel Strategy Professionals

    Report:Who's Shopping Online In Canada?

    Canadian eCommerce Adoption Remains Stagnant

    Carrie JohnsonJuly 25, 2007

    Online adoption continues to build momentum in Canada, but eCommerce adoption does not: The number of Canadian consumers shopping online during 2006 remained stagnant over 2005. What's holding back...

    • Downloads: 259

  • For eBusiness & Channel Strategy Professionals

    Report:US Auto Insurers' Slow Merge Onto The Information Superhighway

    Eric Dolan, Carrie JohnsonJuly 13, 2007

    US auto insurance carriers like Progressive and GEICO have grown their online channels significantly over the past few years. Yet in 2006, online applications accounted for only 5% of total auto...

    • Downloads: 163

  • For eBusiness & Channel Strategy Professionals

    Report:Identifying Big Spenders Across Online Businesses

    More Advanced Online Activities Correlate To Increased Online Spending

    Carrie JohnsonFebruary 02, 2007

    As the Web matures, firms from health plans to brokerages are opening up eBusiness channels that introduce consumers to more and more complex online transactions that go far beyond simple book...

    • Downloads: 231
 
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